Angel Soft Single Parents Day

Challenge: Georgia-Pacific’s Angel Soft wanted to align their brand and longstanding tagline – Be soft. Be strong. – with single parents across the nation on Single Parents Day, aiming to shed light on the joys and challenges of being a single parent.

Solution: The Motherhood engaged 20 dad and mom influencers to share their stories of being a single parent, or being raised by a single parent, in a blog post that featured a call to action to watch the brand’s poignant Single Parents Day video. The stories shared by the team were powerful testaments to the incredible parents they were raised by or were to their own children – reinforcing the brand tagline in authentic and touching content that drove engagement across all platforms during a key, timely moment.

To amplify the message even further, The Motherhood engaged an additional 32 influencers to share a #SingleParentsDay message on their social media channels, encouraging their followers to watch the video, celebrate Single Parents Day and honor single parents in their lives.

Results: In total, the campaign generated 20 blog posts and 2,275 social media posts, garnering more than 59 million impressions. Dad and mom influencers from The Motherhood’s campaign sparked 92% of the total Twitter impressions that occurred on Single Parents Day.

The campaign also generated 12,500 social engagements (likes, comments and shares) on Twitter, Facebook, Instagram and Pinterest, and 147 blog reader comments.